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Subject: 1960s. The first poster is right.
Rice Krinkles attributions are backwards here. The clown was, as the first poster says, from the 1950s, and the little fellow with the rickshaw was from the 1960s. the people who posted it should know better.
This commercial is from the late 1960s, not the 1950s. In the 1950s, the cereal had a clown as its mascot. I ate this as a kid. I've read some people say that the cereal was taken off the market by its stereotype mascot. Nonsense. If Quaker Oats could change Aunt Jemima into what she is now from what she was, anything can happen. The cereal was reformulated and is now Pebbles.